In the last couple of years, the trend for the pharmaceutical industry DTC (Direct to Consumer)) marketing investments has undergone major changes.
Some years ago, traditional media represented the main communication channels, nowadays, the development of new media, the continuous challenges of the market due also to stricter government regulations and the not always positive public perception of drug marketing have brought pharmaceutical companies to change their marketing strategies. Preferring new communication channels to dialogue with their customers.

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Interview to Roberto Ascione, CEO of Healthware (Publicis Healthcare Communications Group Company)
It is a really hard question, mainly because there can be many answers! In other words we live in a time where digital is so broad that we can recognize many trends in many different fields such as content, participation, platform, access devices, web services, web marketing, etc. Those who focus on one trend at a time are perhaps losing one key aspect of digital that is to say its multi-dimensional essence.

The healthcare situation today presents a scenario characterized by the growing role of communication and by a great interest in the adoption of health informatics (e-Health) not only as a simple tool, but as an enabler to realize processes of change.